Coca-Cola: The Emotisongs

This case study details Coca Cola's campaign in central and southern Europe that cut famous music videos down to a 5 to 15 second essence to be used as an emoticon: Emotisongs.

Coca-Cola: The Emotisongs

McCann Worldgroup

Creative effectiveness

Coca-Cola created a new kind of content to share and communicate with others.

It's the shortest part of every song that can help us say exactly what we want to say.

We call them Emotisongs. Famous music videos were cut to their shortest expression (5 to 15 seconds), branded with Coca-Cola's logo and concept in the end, and uploaded to a platform for any user to have access to it and be able to use it in a digital conversation.

But Coca-Cola also gave users the chance to create Emotisongs from scratch with...

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